Theories Of Promoting The AD Effect Through Dealing With AD Information

The AD economical effect is the ultimate goal of advertisement. When analyzing the basic Advertising (AD) theory system. Exactly, we can say that the sales promotion is the most important goal of AD. The variation of consumer behavior is the standard of AD effect measurement. The ways of changing consumer behaviors become very critical in the research of AD effect.The AD effect can be divided into expected effects, monitored effects and realistic effects when take the executive process as a standard. Both in the theory field and in practice, people pay more attention to the measuring of realistic AD effects. Method and instruments are used to examine the realistic effects. In fact, when execute an AD strategy, there are various elements which will influence the process unexpectedly. So, what the advertiser want are more sensible ways to ensure the expecting effects. In order to reduce the differences between expected effects and realistic effects, it'll be better to do something more before the case is put into practice.According to the 5W theory model, the process of AD communication can be divided into 5 sections: the advertiser, the audience, the AD information, the AD media and the AD effect. We can see that AD information is a critical part to promote the AD effect through analyzing from the work principle of AD information's circulation.AD information is composed by two elements: the concept and the formality. The concept of AD information is the meaning that the advertiser wants to communicate. The AD formality concludes characters and images which are the medium of meaning. First, research of theories about how to grasp and control the human behavior will show us the possibility of changing consumer behavior. Second, the vision of consumption culture will give an inspiration. We can use meanings understood both by the advertiser and the consumer to compose the AD information. The third, after studying the problem that how do the human beings deal with the information, we will get some principles to improve the AD formality.This assay deduced the way promoting AD effect through dealing with AD information. When put the AD strategy into practice, AD concept is produced from the establishment of AD objective and subject, while AD formality is formed by AD design and the kind of medium. In order to give an objective conclusion, cases that won the Golden Prize of EFFIE CHINA will be the basis of argument, specific models and detailed ways of operation will be set forth along with the analysis of principles.